Marine charity to exploit DRTV

ANNIE KELLY

The Whale and Dolphin Conservation Society (WDCS), is to expand its fundraising and awareness portfolio with the launch of a DRTV campaign in December.

The charity wants to use the campaign to reach a wider audience and build awareness of its brand, and the ad will use an adoption campaign to encourage people to become regular donors.

"TV is a natural medium for us, and it's great that we've reached the point where we can test its effectiveness,

said Julia Pix, marketing manager at the charity. "Whales and dolphins are very visual creatures which immediately capture people's attention. We aim to use the Christmas period to suggest that they can help us protect our marine life by buying an adoption as a gift."

WDCS is working to diversify its revenue channels and wants to maximise on the success it has achieved recruiting a comparatively young supporter base.

"We've got a different profile to many other organisations, and attract a younger supporter which opens up a lot of exciting revenue channels,

said Pix.

Depending on the success of this first drive, the charity intends to continue the campaign into the New Year. It is also looking to expand into interactive TV later on next year.

The DRTV ad ties in with a wider drive to broaden the charity's support base. It is currently running an Active Seas campaign used to specifically target sailors and this has been widened out to try and engage anyone interested in water sports.

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